Every 100ms you shave off load time lifts conversion. Here's how we get client sites to a 95+ Lighthouse score without sacrificing design.
Digitechon Admin1 min read
Most businesses spend thousands on ads to send people to a page that takes four seconds to load. Then they wonder why the numbers don't add up. Speed is the one marketing lever that improves every other channel at once.
Speed changes behaviour, not just metrics
Google's own research shows that as page load time goes from one second to three, the probability of a visitor bouncing increases by 32%. At five seconds it's 90%. A faster site doesn't just feel nicer; it quietly captures customers you were already paying to acquire.
A one-second delay in mobile load times can reduce conversions by up to 20%.
The four things that move the needle
When we audit a slow site, the same culprits appear again and again:
- Unoptimised images — serve modern formats (AVIF/WebP), correct sizes and lazy-load anything below the fold.
- Too much JavaScript — ship less, split bundles and defer anything that isn't needed for the first paint.
- Render-blocking fonts and scripts — self-host fonts, preload the critical ones, load third-party tags after interaction.
- Slow servers — put pages on a CDN edge and cache aggressively.
Design and performance aren't enemies
The trick is to animate only transform and opacity, reserve space for every image to avoid layout shift, and load heavy visual effects only after the content has painted. Beautiful and fast is a design decision, made at the start.
Where to start this week
Run your homepage through PageSpeed Insights, open the "Opportunities" list and fix the top three items. If you'd like a second pair of eyes, we'll audit your site for free.
- #performance
- #seo
- #next.js
